The store is located on Bridge St just west of downtown that is benefiting from a wave of redevelopment.

“I think we are excited about what is going on the west side,” said Steve Harney, who is helping his wife launch the business.

A new salon is going on across the street, and Harmony Brewing has announced plans for the former Little Mexico restaurant down the block. The store shares an entrance with The Conscious Collective, and is across the street from the neighborhood Irish pub O'Toole's.

Part of the appeal of the location is easy access to free parking for the customers, said Steve Harney.

The store’s 2,200-square-feet interior pairs the building’s aged wood floors and exposed brick with painted dark charcoal walls and trimmed with black. Harney completes the minimalist look by using plumbing fixtures, painted crates and simple metal and wood Ikea tables to display clothing. The store also features a comfortable seating area by changing rooms.

The photography and signage throughout the store are the work of Full Circle Marketing, which is Steve Harney’s 12-year-old Grand Rapids business. He harnessed the talents of his 15-person firm to create the store brand experience down to the tags on the merchandise. The firm also created an 8-page brand book based on Harney's vision for her store. It has been helpful in securing high-end brands.

“It did really help us get the product,” said Harney, noting that the brands can be picky about which retailers carry their product.

Along with the premium jeans, the store also carries shirts, tops, and sweaters and dresses that pair well with denim. Prices start at $20. Sizes range from 24 to 30 inch waist for women, and 30 to 38 for men.

Harney says she would like to collaborate with companies on fashion events that could provide inspiration for appropriate casual clothing in the work place.

Hours are 11 a.m. to 7 p.m. Monday through Saturday, and noon to 4 p.m. on Sunday.